How should an advertising agency advertise on Facebook?
This is a surprisingly challenging question to answer. Brands use Facebook to engage with customers and personify their company – but ad agencies don’t need people wearing their t-shirts. Meanwhile, publishers use Facebook as a platform to push their content to the masses – but most consumers on Facebook won’t be interested in an article on “The top 10 advertising tactics for 2016”.
So the question remains, how should a French advertising agency interact on Facebook?
Ultimately, the goal of an advertising agency’s Facebook presence should be to make the user feel the agency’s identity. In other words, advertising agencies should demonstrate what they can do for their clients.
As a user repeatedly comes across and interacts with the agency on Facebook, he or she will be inclined to believe that the agency can increase her own business’ visibility. Afterall, if this agency knows how to engage with her on a regular basis, surely they can help her engage with her clients.
How the top French advertising agencies interact on Facebook
We always enjoy learning how the most successful businesses in any industry thrive – and we decided to take a look at the most prominent French advertising firms to see how they “do” Facebook.
We gathered Facebook data on these top 34 ad agencies from the last 10 months and analyzed the results. Here are the companies we used, and below you’ll discover the insights we extracted through the process:
|Fred & Farid||Fuse|
|Havas Worldwide Paris||Proximity|
|BETC Paris||CLM BBDO|
|Grey Paris||Révolution 9|
|Lowe Strateus||M&C Saatchi.Gad|
|Leo Burnett||Les Gaulois|
Overall brand performance on Facebook
One of the most fascinating discoveries we made about French advertising brands on Facebook is that young agencies, such as Marcel and Fred&Farid outperform the traditional, old guard agencies like Publicis and Havas.
Even with Publicis having the second largest Facebook community, its level of engagement is significantly lower than that of many smaller agencies.
What is it that separates these highly engaged agencies from the well-established, yet disengaged, brands?
These young agencies seem to thrive on Facebook for two reasons. First, their advertising campaigns are generally more trendy and unconventional – making them fun and easy to share, even for non-marketers. Second, many of these young firms share posts related to their energetic and lively offices. Done in a fun and entertaining manner, these posts receive substantial likes and shares.
Marcel Agency’s most popular post shows a color palette – from pasty white, to nicely bronzed. The post simply says “trick to decode seniority during the summer!” – suggesting that those with a nice tan are obviously higher up in the organization.
Posts like this do an excellent job of demonstrating the agency’s ability to market, subtlely. While only marketing professionals will share the latest article on promotional tactics, everyone likes sharing a funny infographic that makes them laugh.
The best hours to post on Facebook
From our analysis we discovered that the best time of day to post on Facebook seems to be early in the morning (before 6 am) and later in the evening (between 17 and 22 pm).
The takeaway from this is that posts shared earlier on in the day receive more visibility because: 1) Nobody is posting this early in the morning, and 2) The post is able to remain visible throughout the majority of the day.
Meanwhile, with a spike both in the morning and in the evening, it appears that people are less likely to be on Facebook during the day – when they are most likely at work.
This is important to keep in mind: just because a marketer’s role is to be on Facebook at work doesn’t mean that other people will be online as well. In fact, most people avoid Facebook during work hours. Therefore, businesses may be better off scheduling posts for early morning or later in the evening – allowing them to appear when people will be most willing to engage.
The best days of the week to publish on Facebook
Our final graph presents the best days of the week to push your posts to Facebook.
As this graph very clearly states, the most optimal time to share is on Saturday – where engagement is 12%-20% higher than every other day of the week. With people relaxing and entertaining themselves over the weekend, it isn’t surprising that this is a popular time to share.
Thursday sees another small uptick in engagement, while Sunday and Tuesday appear to be the worst days to share.
While the time of day and day of the week play a role in how much visibility a post receives, the most important thing to remember is that valuable content always wins. High quality, well designed content is essential regardless of what time of day it’s posted.
Finally, it’s important for B2B companies, and agencies in particular, to remember that it’s perfectly appropriate to share entertaining content. Even the most pretentious business is operated by people. Finding ways to connect with these people through humor and happiness can have a tremendous impact on the bottom line.
What are the best Facebook posts that you’ve come across? Which of your Facebook updates have seen the highest engagement? Sometimes, the most popular posts are the ones you’d never expect.